SEO & Keyword Research for Copywriters.

Kelvin Newman
@kelvinnewman
Founder - BrightonSEO
Search engine optimisation
for copywriters.
http://www.slideshare.net/kelvinnewman

@kelvinnewman
So, who is this guy?
@kelvinnewman

Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
Kelvin Newman

@kelvinnewman
Room above the pub
I started organising a meet up in
the upstairs room of this pub
@kelvinnewman

@kelvinnewman
And 4000 people came
along to the last one
@kelvinnewman

How it all started
Once upon a time, I decided it would be cool to get a
group of SEO mates together in a pub to talk shop.
The idea was to share ideas and chat about all the
interesting stuff that we can’t really talk about with
anyone outside the industry for fear of them falling
asleep.
@kelvinnewman

Word got out and more people showed up than
we expected.
So, next time we booked a larger room… again,
more and more people showed up.
@kelvinnewman

A place where search
marketers meet, learn
and discover ways to do
their job a little better.
@kelvinnewman

For Sep 2017 3,500 tickets sold in
under five minutes
*With over ﬁfteen hundred people on the waitlist
@kelvinnewman

For April 2018 our free ticket
release crashed a major ticketing
platform for an hour
@kelvinnewman

And now we have a ballot where
we could have sold the event out
twice.
@kelvinnewman

So hopefully
I have a
rough idea of
what’s going
on in SEO

@kelvinnewman
Don’t write for search engines
If you only take one thing away from today

@kelvinnewman
Write for what search engines
think users want.
Instead what you want to do is
@kelvinnewman

@kelvinnewman
Which is pretty similar to
“write for what users want”
Which I’d imagine you’re already pretty decent at.

A search engine is
asking, what is the
“best” answer to a
searchers question
@kelvinnewman

But “best” is doing a lot
of heavy lifting in that
sentence
@kelvinnewman

Based on a gazillion
websites what do the
best websites have in
common?
@kelvinnewman

And you can trust
them.
@kelvinnewman

@kelvinnewman
in a way search engines can
understand…
But with one super-mega important caveat

@kelvinnewman
At it’s crux that’s what SEO is
about.
Making websites look better, read better and become more
trusted, in a way search engines can understand.

@kelvinnewman
I’m going to concentrate on
keyword research as I think it’s
the biggest opportunity for
copywriters around SEO

@kelvinnewman
So what is this presentation
about?
@kelvinnewman

@kelvinnewman
Well, this presentation isn’t
about…
@kelvinnewman

@kelvinnewman
So, if you use the Google
Keyword Planner you can find
some excellent keywords
“
“

@kelvinnewman
No rocket science - just a few
nice practical ways to get
keyword ideas you might not
have considered before

Just write for your users is an easy
suggestion to make;
but how can we use keyword research
to better understand our users.
@kelvinnewman

I think, we can better understand our users
needs when we can better understand how
other websites are writing about a topic
@kelvinnewman

@kelvinnewman
To optimise a page now you need
more than add keyphrases.

@kelvinnewman
You need to have all the phrases
and words they’d expect.

@kelvinnewman
It’s about more than just the
“words” it’s more about the
ideas or concepts they represent.
@kelvinnewman

Is the search query on the page and
does deserve to rank?
Old Model
@kelvinnewman

Does it contain the search query and
phrases used be other pages that rank
for the term and does deserve to rank?
New Model
@kelvinnewman

Nearly always better to call them
search queries rather than keywords.
An aside
@kelvinnewman
*Reminds you the searchers is ultimately
asking a question.

@kelvinnewman
Take the top ten results for your
query and extract the text using
something like textise.net
Method 1

@kelvinnewman
Bung the copy from all the
pages into a Word Cloud
Tool
I like jasondavies.com/
wordcloud/

@kelvinnewman
What ideas are in there that
you’re not covering in your
piece?
Is there a good reason why you’ve excluded
them?

@kelvinnewman
Take the top 2 results for your
query and your own website.
Extract the text using something
like textise.net
Method 2

@kelvinnewman
Create a list of all the single
words used on the page
using something like
writewords.org.uk/
word_count.asp

That gives you something like this per site
@kelvinnewman

@kelvinnewman
Create a Venn Diagram of the
overlap
I like Venny to do this
http://bioinfogp.cnb.csic.es/tools/venny/
Method 2

@kelvinnewman
I’m really interested in the
where competitors overlap
but I don’t.

@kelvinnewman
Take a key ranking page of a
competitor Textise it as save as
word doc
Method 3

@kelvinnewman
Go to translate.google.com and
translate it to French.

That gives you something like this

Maybe go from French to Spanish

The output will be similar but the subtle differences have
value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying
all the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman

@kelvinnewman
We’re looking for words or
phrases that end up in the
new version that weren’t in
the original.

@kelvinnewman
Words like:
Townhouse,
Insulating panels,
Etc…

@kelvinnewman
Image search has changed it’s
interface to encourage “revised
queries”.
Method 4

You’ll be used to using related searches to generate
keyword ideas
@kelvinnewman

@kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*Never encourage Neil Patel

Image search generates suggestions like this
@kelvinnewman

Worth going down a few layers deep
@kelvinnewman

It’s also interesting the categorisation implied by the
colours
@kelvinnewman

Style ContextBrandMaterial Adjective
@kelvinnewman

@kelvinnewman
Which brings us to
adjective order which I
don’t think we talk about
enough.

@kelvinnewman
Good news is they teach it to
English Language Students.

@kelvinnewman
This will become more apparent
on voice search

Pinterest does something fairly similar as well

@kelvinnewman
Wordcloud the text on a Pinterest
search results, the little text that
is there is usually adjective
“rich”.
Method 5

You’ll get some great adjectives this way

@kelvinnewman
Take their Twitter Feed and
Wordcloud it.
Method 5

Simple but surprisingly effective.

But isn’t this just a really
complicated way of having
exactly the same copy as other
websites?

@kelvinnewman
To do better SEO, often you
don’t need to reinvent the
wheel, just do a few things a
little better than you used to

@kelvinnewman
kelvin@brightonseo.com
Thanks

SEO & Keyword Research for Copywriters.

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